If you’re considering a video ad campaign, timing can make or break your results.
Whether you’re launching a new product, entering a new market, or simply trying to stay visible in a competitive landscape, video is one of the most versatile tools in your marketing toolkit. But knowing when to launch can help you get the most impact from your investment.
When’s the Best Time to Launch a Video Campaign?
Timing matters more than most people realize. Here are key windows when a video campaign can have the most strategic impact:
1. Product or Service Launches
Whether it’s a new menu item, software feature, or seasonal product—launches are ideal moments. Video builds hype, creates anticipation, and helps explain what’s new quickly and visually.
2. Before High-Traffic Seasons
Are you a retailer before the holidays? A landscaper before spring? A tax prep service in January? Running your campaign before the peak season helps you build momentum and lock in early customers.
3. Grand Openings or Rebranding
If your business is just opening or undergoing a rebrand, this is a prime time to invest in a “brand showcase” style video. First impressions are sticky—make them count.
4. Expanding Into a New Location or Region
Breaking into a new market—whether you’re opening a second location or targeting a different city—calls for more than just a sign on the building or a Google listing. Video helps introduce your brand to new customers with the tone, trust, and familiarity they might already associate with local businesses. A launch video can make you feel like a known name before someone ever walks through the door.
5. When You’ve Identified a Market You’ve Struggled to Reach
If you’ve been trying to connect with a specific audience—like a younger demographic, a professional niche, or a new local region—and it hasn’t landed, video gives you a chance to reintroduce yourself in a more relatable, human way.
6. When You’re Struggling to Explain a Product or Service
If your product or service is hard to sum up in a sentence—or if you constantly find yourself saying “It’s easier if I just show you”—video is exactly what you need. A well-planned video can demystify the value you offer and answer questions before they’re even asked.
7. When a New Competitor Enters the Market
Maybe a national chain just opened down the road, or a newer local business is suddenly showing up everywhere online. If you’re noticing a competitor starting to eat into your visibility, a video ad is a smart way to remind your audience why they chose you in the first place. It doesn’t need to be aggressive—just confident, clear, and aligned with your brand values. The goal is to reinforce your relevance before someone else sets the tone.
8. To Revive Slowing Sales
If your usual lead sources are drying up or engagement is dropping, a targeted video ad can jump-start new interest and retarget past prospects. It’s not a magic button—but paired with a good offer, it can re-energize your funnel.
9. During Hiring or Expansion
Video isn’t just for customers. Recruitment campaigns and growth announcements benefit greatly from a strong visual presence. It shows legitimacy and helps attract higher-quality applicants or partners.
What If Your Best Window Is Already Closing?
Yes, we know—it’s a bit of a cliché: “The best time to start was yesterday. The second-best time is today.” But when it comes to video marketing, it holds up.
Video production isn’t instant. From planning and scripting to filming, editing, and final approval—there’s usually a lead time of at least a few weeks. More ambitious campaigns can take longer. That’s why the best time to start isn’t right before a launch—it’s when the idea is first taking shape.
If you’re planning a new product, prepping for a grand opening, or developing a new service offering, the smartest move is to start thinking about your video campaign in parallel with that development. The earlier you start, the more strategic flexibility you have—whether that’s coordinating visuals with packaging, syncing messaging with your other marketing channels, or simply locking in the ideal shoot window before your calendar fills up.
That said, if your ideal timing is fast approaching—or has already passed—it doesn’t mean you’re out of options. We can often streamline production, simplify the creative, or pivot to short-form content with a faster turnaround. You don’t always need a blockbuster—sometimes you just need a smart, timely message that gets seen.
But the key is: don’t wait until it’s urgent to start planning. The earlier the conversation starts, the more impact your video can have.
Ready to Plan Ahead?
Whether your perfect launch window is still ahead—or already creeping up—starting the conversation early can make all the difference. At Gravity Lens, we help businesses like yours build video campaigns that align with real-world goals, timelines, and budgets.
Let’s talk about what’s coming up for you and how video can support it.
Gravity Attracts.
